Case Study

Mercedes-Benz achieves 175% higher CTR by streamlining paid acquisition

175%

increase in click rate

192%

increase in conversions

600%

increase in impressions

The Industry

ABOUT MERCEDES-BENZ

Mercedes-Benz is one of the world’s largest manufacturers of luxury passenger cars and commercial vehicles, selling around 2.1 million passenger cars and nearly 375,000 vans in 2020 alone.

A German automotive brand with over 100+ years of experience, Mercedes-Benz manufacturers vehicles across five continents and distributes on a global scale – making it one of the most widely recognised and established automotive brands in the world. As the company continues to expand its presence across multiple channels and touchpoints, it expects that, by the year 2025, 25% of vehicle purchases from Mercedes-Benz cars worldwide will be made online.

The Challenge

INACCURATE TARGETING LEADS TO A POORER RETURN IN DIGITAL EXPERIENCES

An effective paid acquisition strategy involves taking steps to minimise the wastage that comes with inaccurate targeting, helping companies identify and engage with customers who will impact conversion and ROI.

With the objective of boosting visibility, website visits and sales for their latest van model, Citan, Mercedes-Benz aimed to streamline its paid acquisition strategy by targeting small and medium enterprises in the digital environment.

The Solution

AUDIENCE SEGMENTATION BASED ON A CURATED AND UNIFIED DATASET

Mercedes-Benz worked closely with Zeotap and European adtech and media sales company Smartclip to identify the right audiences to target. Mercedes-Benz turned to Zeotap due to its curated and unified data asset with unmatched quality in the industry, as well as its extensive integrations with publishers and SSPs.

Using Zeotap’s Enterprise Data, the car manufacturer identified a “Small Business & Freelance” segment of consumers that fell within the company’s target audience for this campaign.

Mercedes-Benz worked with Smartclip to execute the campaign and enable the segments from Zeotap. The technology and team behind Smartclip ensure campaigns are activated, optimised and deliver results – always in a 100% Brand Safe environment audited by external tools like MOAT and IAS.

THE RESULTS

175% INCREASE IN CLICK RATE ON PAID ACQUISITION CAMPAIGNS

Combined with Smartclip’s SSP, the car manufacturer saw a major uplift across its main KPIs: including a 600% increase in impressions, a 175% increase in click rate, and a 192% increase in conversions.

“The auto market is a deeply competitive one, but Zeotap’s solution enabled us to successfully position our Mercedes E-Class to the most optimal audience and thus increased Marketing ROI. Previously, we struggled to reach the right audience, but their solution was a game-changer for us to give direction to our marketing strategy and enabled us to reach our optimistic goals.”

—Mercedes-Benz spokesperson

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